As beverage manufacturers get more creative in their product development, more beverages seem to be blurring category lines. One category that has been both aided and challenged by this multi-platform approach is the energy drink category.

According to Mintel, 42 percent of people who drink energy shots take them in the afternoon, and 49 percent of people who consume energy drinks also do so in the afternoon, said Jennifer Zegler, global food and drink analyst at the Chicago-based market research firm, in Beverage Industry’s August 2013 issue.

A national poll of U.S. workers conducted by Harris Interactive, Rochester, N.Y., on behalf of Santa Monica, Calif.-based Red Bull North America found that lack of energy is a primary obstacle to productivity in the workplace. In fact, 4 percent of American employees report tiring after just one hour of work, and employed adults between the ages of 18 and 54 are three times more likely than those ages 55 and older to start feeling less productive within the first three hours of their workdays, it reports.

Events

Beverage Industry’s Craft Beer Webinar will offer insights about the current state as well as what is on the horizon for the U.S. craft beer market. Learn more about how the segment is helping the overall U.S. beer market, how craft brewers are embracing growth opportunities and what innovations brand owners are doing to entice consumers

Attendees will learn about the current protein landscape, its complexities and tradeoffs, sensory challenges in protein formulation and how to optimize for flavor and functionality, the latest nutrition science research and its implications for product positioning and how to protect and grow your profitability by minimizing price volatility and supply risks associated with commodity proteins

The July 2015 issue of Beverage Industry includes a cover story about Tito's Handmade Vodka, as well as our State of the Industry articles and articles about water enhancers, High Brew, and beverage offerings in foodservice. Check it out today!